Those travelling from the US are invited to join the BETA International celebrations as the show marks its 40th anniversary.
Exhibitors and visitors will gather at The Charles Owen Spotlight on Sunday 20 January for free After-Show Drinks and canapés from 6 to 8pm.
“There is always a warm welcome for our friends from the US,” said trade fair organiser Claire Thomas. “We hope as many as possible will gather with their industry counterparts from around the world as we acknowledge this important milestone in the show's long history,”
Fancy a new office at Kentucky Horse Park?
USA Equestrian Trust wants to sell or lease its building at the Kentucky Horse Park in Lexington.
Home to the United States Equestrian Federation (USEF) since its opening in 1999, the building overlooks the Kentucky Horse Park main arena.
The site attracts 800,000 visitors annually.
The 33,253-square-foot building can easily be subdivided, say the selling agents.
The building sits on 3.267 acres and offers plentiful on-site parking. The interior features a finished lobby and reception area, which open to the roof of the building.
The first floor includes open office space, 14 private offices, three conference rooms, a kitchen break area, restrooms and an area designed to be an on-site fitness center.
The second floor includes additional office space, a conference room and restrooms.
Throughout the building are solid-wood doors; tile, wood and carpeted flooring; and extensive chair rail and crown molding. A large patio is ideal for entertaining.
The Kentucky Horse Park is home to more than 30 organizations and associations, including the United States Equestrian Federation, United States Hunter Jumper Association, United States Dressage Federation, American Association of Equine Practitioners, United States Pony Clubs and American Saddlebred Horse Association.
The Kentucky Horse Park hosts more than 200 events annually including the Land Rover Kentucky Three-Day Event, National Horse Show and Lexington Junior League Charity Horse Show.
The building for sale for $2,995,000. Lease rates are negotiable.
The USA Equestrian Trust works to enhance the quality of equestrian sport in the US.
American visitors to BETA International 2019 are set to sample the world of hi-tech retailing, thanks to the show's new Vision of the Future area.
This digital showcase, with a specially created store environment and retail display, will feature a Sanbot Elf robot and revolutionary app designed to enhance the customer experience.
“We are extremely excited to unveil this new area,” said BETA International organiser Claire Thomas, “and very proud to be the first exhibition to utilise this app by Jisp. Visitors wishing to get the most out of their trade fair experience can download it to access product information by using their mobile phones to tap special ‘stickers’ found in the Vision of the Future area and at other points throughout the halls.”
The Sanbot Elf robot, from Robots of London, will greet visitors arriving at Vision of the Future. Standing just under one metre high, it will be accompanied by an operator and can be programmed to take part in a wide variety of tasks.
And as a new year begins, signs that more people are taking up riding is good for our industry.
A buoyant pre-Christmas trading period has left a leading retailer feeling optimistic.
“Numbers were way up on almost everything,” said Frances Bowers of Saddlers Row, one of the US’s largest English saddlery shops.
“It was a really good Christmas, I’m thrilled,” added Frances who has been running the Palatine, Illinois based store for 23 years.
Perhaps more significantly in the long-term, Saddlers Row is seeing a stream of newcomers crossing its threshold.
“We’re selling a lot of first time rider equipment, which is super for industry,” said Frances. “There are the children, but also older people; people returning to riding after raising families. They’re buying horses, taking riding lessons and going into barns to be competitive.
“They’re buying serious show clothes, they’re making a commitment.”
Safety looks set to remain high on the equestrian agenda in 2019. Certainly at Saddlers Row good sellers have included the Back on Track and K One helmets, with more customers asking about the latest developments in protective liners.
In legwear, “half chaps are big,” added Frances. While highly technical, moisture wicking breeches – better known as tights or leggings – are proving popular. It’s a style that’s migrated from endurance riding to the general equestrian market.
Innovation and services
Innovative equine health care is always in demand at Saddlers Row too, new Perfect Prep from Perfect Products being an especially good seller currently.
Above all, customers want products that work well, yet are affordable, added Frances.
And the best way to beat off competition from the Internet, it appears, is to offer horse owners a range of services to keep them coming into the store.
“We have a saddler on site, engraving on site, blanket washing and repair on site; we’re price competitive and have knowledgeable staff integrated into many barns,” explains Frances.
No wonder Saddlers Row looks set for another successful year.
Katharina C. Hamma, a key figure at the European exhibition centre Koelnmesse which hosts the Spoga markets, suddenly left her job last month.
Koelnmesse “terminated the working relationship” with Ms Hamma, its chief operating officer (COO) of seven years’ standing, on 16 November.
The board of the Cologne, Germany based exhibition centre said it had parted with its high profile COO “with immediate effect”. The reason given was “differing views on the future strategic direction of the company.”
Until further notice, Koelnmesse CEO Gerald Böse is to take over Ms Hamma's previous responsibilities.
Before joining Koelnmesse in 2011, Ms Hamma (52) was at the Messe München, an exhibition venue in Munich, Germany.
Spoga Horse is held in Cologne each Spring. Spoga, which runs in conjunction with the GAFA garden exhibition, takes place every Fall.
A three-way consortium secures future supplies of top quality English leather from one of the UK’s oldest manufacturers.
Three family businesses have between them invested $1.91 million to save J & E Sedgwick & Co, one of Britain’s best known leather manufacturers.
A rescue package was put together after J & E Sedgwick & Co’s parent company Clayton Leather Group went into administration in early October.
The consortium comprises Abbey England, the wholesaler and saddlery workshop supplier; German tannery Kilger, leather supplier to Sedgwick for 20 years; and Crawford Leather Company, a UK and Irish hide and skin processing company.
Their rescue package has saved J & E Sedgwick & Co, protecting 60% of the firm’s jobs and maintaining its manufacturing strength to safeguard its current order book.
Abbey England, which led the consortium, relies on leather from Sedgwick for its own saddlery business. “It was imperative that we found a way to save what is one of Britain’s most prestigious leather companies,” said Richard Brown, managing director.
Aston Martin is among the consumers of Sedgwick’s leathers outside the equestrian world.
“The quality is unbeatable and the consistency is superior to any other supplier,” said Robin Coleman, who designs bespoke accessories for the luxury motor car brand.
“We’re delighted that Richard [Brown] has led this consortium to rescue the business. Had Sedgwick & Co. gone into administration, it would have totally disrupted our business.”
Abbey England, Kilger and Crawford Leather Company formally took over the running of J&E Sedgwick & Co last month. Phil Bevington, works manager, and Mark Abraham, production manager, are running the business day-to-day.
Relocation of WESA to Texas represents “terrific opportunity for our retail partners” says leading brand.
The Western & English Sales Association (WESA) is predicting 800 suppliers will exhibit at its 2019 markets.
WESA has a new venue at the Dallas Market Center with shows planned for January and August, 2021.
Dallas Market Center is the global marketing headquarters for many of the largest Western brands. More than 200,000 customers visit its five million square foot campus each year.
“We’re working with Dallas Market Center to create new opportunities for sales representatives, manufacturers and market attendees,” said Gerald Adame, president of WESA.
“The central location, the Dallas facilities, the services and the marketing support will all help WESA members serve existing customers and offer the ability to reach more new customers.”
The initial response from suppliers is positive.
“The partnership between WESA and the Dallas Market Center represents a terrific opportunity for our retail partners,” said Beth Cross, CEO of Ariat International.
“Dallas Market Center is a world-class facility and is committed to attracting new brands to the Western market.”
Key players from the global equestrian industry are preparing to make their annual visit to BETA International.
Online registration reveals that many – including buyers from the United States – are being quick off the mark to secure their free visitor badge.
“Visiting BETA International has never been easier or more accessible,” said show organiser Claire Thomas. “Registration is simple and effective – allowing potential visitors set plans in place before the busy Christmas period gets into full swing.
“The show has a fine reputation for its quality exhibitors, making it a highly attractive option for American retailers seeking fresh new stock, ideas and inspiration. Next year is BETA International's 40th anniversary and we are really looking forward to welcoming our American friends to the celebrations, particularly our free After-Show Drinks on Sunday evening.”
The 2019 trade fair features about 250 companies from across the world displaying hundreds of newly launched products, from large, well-established brands to small, quirky start-ups. Those wishing to visit the show for a slice of the action can register for their badge online at beta-int.com/visit.
BETA International is the professionals’ one-stop shop for equestrian, country clothing, outdoor and pet products. Attendance gives retailers a keen competitive edge. The 2019 show takes place at the NEC, Birmingham, from 20 to 22 January.
For further information on visiting, contact Clair Webster, telephone +44 (0)1937 582111 or email firstname.lastname@example.org, or visit beta-int.com.
It’s (nearly) all change on the trade fair front.
There will be no AETA (American Equestrian Trade Association) trade show in January 2019.
The next edition of what’s traditionally been a twice-yearly fixture will be on 10 – 12 August, 2019 at the Greater Philadelphia Expo Center in Oaks, PA.
“AETA will not be holding a show in January,” said Jackie King, executive director of AETA.
Exhibitors at this year’s latest AETA, held in Philadelphia in August, gave the show mixed reviews. Several said that twice a year was too often.
August’s AETA event was the first under new management. King Management Group was appointed by the trade association to run the show earlier this year.
But, as reported by ETN US E-News, a lack of support from retailers prompted questions about its frequency.
Rumours that a number of regular AETA exhibitors are planning a small series of hotel based, showroom type markets in January remain unconfirmed.
New dates for WESA
Meanwhile the WESA (Western & English Sales Association) markets have new dates for 2019.
WESA’s winter market will remain in January (11 – 21), but its fall market is to switch from September to June (19 – 21).
WESA recently announced a change of show venue too. From January 2019, it goes to the Dallas Market Center (DMC). The market’s June dates coincide with two days of the Outdoor Retailer Summer Market at the DMC.
Move to a weekend
In Europe, spoga horse spring has adjusted its dates to appeal to retailers with bricks and mortar stores.
Usually held on a Sunday, Monday and Tuesday, next year’s fair in Cologne, Germany will be on Saturday, Sunday and Monday (2 – 4 February, 2019).
“It is easier for the stationary trade [those with physical shops] to visit the show on the weekend,” said spoga horse spring communications manager Sarah Becker-Kraft
While all [bricks and mortar and Internet] retailers would be admitted, she denied that the new weekend dates would mean opening to private persons, such as horse owners.
BETA International stands firm
Among the cancellations and changing dates, buyers might be relieved to hear that BETA International steadfastly remains on track.
The show is sticking to its traditional dates of Sunday, Monday, Tuesday 20 – 22 January at the UK’s premier exhibition centre, the NEC, Birmingham.
The show’s organisers have also confirmed it will be back there on 19 - 21 January, 2020.
“We’d rather get them back, own the problem and sort it,” says spokesman for affected brand.
The Weatherbeeta Group in the US and UK has recalled all current models in its Collegiate saddles range.
“We’re bringing back all stock we’ve sold. There have been no incidents but we’d rather get them back, own the problem and sort it,” said Doug Walker, Weatherbeeta Group president for North America, Europe and the Middle East.
The recall follows the detection of “some significant variations in an important component,” he added.
The saddles are due to be inspected this week and, if necessary, repaired. Weatherbeeta has pledged to cover all costs. “Nobody will be out of pocket,” added Mr Walker.
The Weatherbeeta Group’s full statement is as follows:
The Weatherbeeta Group in the UK and USA has initiated a recall for all the current models we have in in our Collegiate Saddles range. This is to conduct a precautionary inspection after some significant variations in an important component were detected. We take the quality and safety of our products extremely seriously and any potential defects of this nature are unacceptable to us. In the meantime, we have asked all our customers to stop using their Collegiate saddles and for retailers to take them off sale and return stock to us.
When the saddles are returned to us at Rushden [UK] and Edison [US], we will inspect them all (and our existing stock) and, if there are any defects, correct them and return them to available stock. We will undertake that inspection and correction as quickly and professionally as is necessary to ensure that when we return Collegiate saddles to sale, they are of the quality we stand behind.
Our decision to deal with this problem swiftly, professionally and openly will, we hope, underline our commitment to service. We believe in quality and will take the decisions necessary to protect our reputation. We also believe strongly in our brands - we believe in our bands and always take a long term view of their health. Collegiate will remain a high priority for us in the coming months and years regardless of these short term difficulties.
We are sincerely sorry for the inconvenience this has caused to our retail customers and end users. We promise we will resolve the situation as swiftly as we can.
Retailer celebrates a milestone with customers and local community.
Marshall, Virginia based retailer Tri-County Feeds marked its 40th anniversary last month with a Family Fall Festival.
The event on Sunday, 20 October saw around 600 people enjoy the event. Local community vendors offered food and wine, local organizations shared their services and rescue organizations showed off their pets.
“Our partners provided wonderful door prizes and enjoyed meeting with customers as they presented their lines,” said Jeri Jackson, owner and buyer. “A great time had by all!”
The Festival was inspired by Tri-County Feeds’ founder Bill Jackson’s mission to provide feed, equine products and outdoor clothing to match Virginia’s history and passion for horses. Over the years, husband and wife Bill and Jeri Jackson have developed the business into a one-stop-shop for the equestrian enthusiast, farmer, and nature and animal lover.
Originally operating out of a garage in Middleburg, Tri-County’s present home is a 12,000 square foot, three-storey, post and beam retail area. An additional 12,000 square foot warehouse has 14 loading bays.
Recent innovative projects include bringing organically managed hay from the Finger Lakes region in New York to the store’s customers.
“Tri-County wouldn’t be successful today if it weren’t for caring customers, community and friends who helped to pave the way,” said Bill. “The people involved in the daily operations — from the truck driver, bookkeeping, inventory control people to the sales floor and the cashiers — everybody who puts time and effort into the feed store experience has a hand in its success.”
Four decades on, and the Jackson family continues to drive the business forward. Their energy and immaculate customer focus suggests there will be many more anniversaries to come.
All the more reason to freshen up your store with new products your competitors don’t have, says ETN US E-News editor Liz Benwell.
Trading is challenging for bricks and mortar stores, and e-commerce operations aren’t having it easy either.
But when the going gets tough, the tough get going… And in the specialist retailer’s case, that means offering your customers products your competitors can’t – because they don’t have them.
To be savvy about selecting stock, you need to visit BETA International. Then you can get hands-on with products and face-to-face with suppliers.
Yes, there’s a transatlantic trip to make. But this is a proven show of 40 years’ standing where buyers are guaranteed to find what they need - internationally renowned brands plus innovative newcomers.
That’s why successful retailers visit BETA International in Birmingham, UK, every year. The 2019 show is on 20 – 22 January.
Why make the trip?
If retailing is tough right now, all the more reason to do something different. How about meeting the people behind famous names like these – and checking out their new collections?
Abbey England Pavilion featuring Ideal & WRS/Ryder Saddles/WRM Saddles/Equitek/Winners Circle/Paul Jones Saddles
Bliss of London
Carr & Day & Martin. Day, Son & Hewitt
Breyer Model Horses
Why we make the trip…. These retailers visited BETA International earlier this year. Here’s what they had to say:
• “With saddles, it’s so good to see them in the flesh and to sit in them.”
• “This is our annual visit to refresh our shop.”
• “We’ve seen so much here you’d never find on the internet.”
• “We’ve seen masses of new ideas and some great offers.”
• “I came for ideas and inspiration - and I’ve found them.”
• “This is our best chance to see what’s new and what’s current – and to get our hands on the products.”
• “It’s lovely to meet our suppliers face to face.”
Still not sure?
The BETA International organisers are a friendly bunch, all too ready to help you organise travel and accommodation. Visit www.beta-int.com and we’ll see you at the show!
Clothing brand sees tweed and fleece sales soar.
Alan Paine has reported “hugely encouraging” year on year sales growth in the US.
Sales have more than doubled for two of the British country clothing label’s tweed waterproof coats.
The company, a regular exhibitor at leading UK trade show BETA International, has also seen demand for its Aylsham fleece gilet multiply by five this year compared with 2017.
Selected items from Alan Paine’s Country Collection form a capsule lifestyle offering for retailers. Featuring quintessential English styling, it complements the brand’s knitwear ranges.
Among the lines enjoying increased sales is the waterproof, breathable Surrey men’s coat (pictured).
American visitors to BETA International 2019 can see the cream of British saddles and bridle work in the Abbey England Saddlery Pavilion
This exciting new initiative, developed by the trade fair in collaboration with the UK's leading saddlery workshop supplier, will showcase products from some of the country's finest saddlers.
Retailers from the US will enjoy a ringside seat and a fantastic opportunity to buy into this prestigious product sector that is highly prized throughout the world.
“The Abbey England Saddlery Pavilion is designed to showcase British saddlery at its very best,” said BETA International sales manager James Palmer. “It has received the backing of the prestigious Worshipful Company of Saddlers and allows us as a trade show, to support the UK's historic saddlery industry in a powerful and effective way.
“The pavilion will feature British saddlery and leather work only from companies that have not had an independent presence at the show for the past three years, guaranteeing our American visitors first bite of the cherry when it comes to sourcing fresh, exciting new brands and products.”
The pavilion will house 11 British saddlery and leather companies, allowing visitors to view the products in one dedicated area within the show.
BETA International is the leading trade fair for equestrian, country clothing, outdoor and pet products. Next year’s show takes place at the NEC, Birmingham, from 20 to 22 January.
For further information about the show, contact James Palmer, telephone +44 (0)1937 582111 or email email@example.com. To register for a free visitor pass, please apply online here.
Lilo Navales, president and creative director of LILO Collections – Leather Goods of Spain, shares a trader’s inside story from last month’s the World Equestrian Games (WEG) in Tryon.
One reaps what they sow and we put our heart and soul into this event. It’s been (for us at least) a most memorable and very positive WEG.
The security guards joked with us because every day we got to the [retail] Village by 6:45 am or earlier (gates opened at 8:00 am) and we pretty much were the last ones to leave each night past 8:00 pm.
Yes, we certainly covered the costs, made $, wrote up new wholesale accounts, saw current customers, rejuvenated old accounts, got several prospects both domestic and international, made new friends who will most certainly support our network of tack shops, boutiques and online partners and we got tons of feedback for new products. We are so thrilled that our belts and bracelets are travelling back home to so many parts of the world!
We’ve connected with at least 3 new manufacturers that did not know about AETA and who will be exhibiting next year. They are excited to show their products and to get them into shops. From cool boot cuff toppers to certified organic fly sprays, to a practical trainer’s app, these are some of the innovative products and services that buyers will be able to see at AETA’s next show.
Given the weather, the less than 18 months[WEG organiser] Bellissimo had to build an equestrian “city”, and all the bad press, as a vendor we are more than satisfied with how things went. Could it have been better? Sure it could have been, but we made the best with the situation including adding a green space oasis and an annex to our tent which had been flooded and overall we exceeded our expectations!
For some vendors that decided to pack it up Saturday because rain had been forecasted for Sunday (not until the afternoon) it was certainly their loss. Not a single drop fell and it was dry at least until 11:30 pm when we finished loading the truck. A lot of Latin American consumers flew up Friday just for the weekend and they had the $$$ to spend.
We killed it!! Our best day ever. I’m sure that many vendors will agree that it was insane. The crowds poured into the venue and were ready to shop.
Would we do it again? Absolutely! Not only was it terrific brand exposure but also seeing the happiness on people’s faces after they designed their own belt and were able to walk away wearing it. It was priceless! Just ask Lara Hinkle, our sales rep, who is now a certified LILO Master Belt Fitter, what she saw and experienced.
The level of riding competition, the performances that were given, the world records that were set including USA’s historic Team Jumping win and the roars coming from the stadium were both memorable and electrifying!
We are so grateful to have been part of this edition of WEG.
Neue Schule – BETA International 2019 main sponsor and North Yorkshire, UK based bitting specialist - attended WEG. Experience the trade village for yourself via their US distributors’ short video clip:
US companies are invited to stake their claim at BETA International for a share of the lucrative country clothing and leisure markets.
Manufacturers and suppliers from these thriving sectors will benefit from a high-profile presence at the 2019 show, where many UK and overseas brands have taken their place on the world's leading business and buying platform.
Famous names – including Aigle International UK, Alan Paine, Baleno, Grubs Boots, Chatham Footwear, House of Cheviot, The Original Muck Boot Company and Treesco SAS are booked to appear in January 2019, generating a strong country and leisure vibe throughout the three-day event.
“BETA International offers a brilliant opportunity for American suppliers to develop export potential and make their mark on the world stage,” said sales manager James Palmer. “Exhibiting at the show puts companies right in front of almost 4,500 of the industry's key movers and shakers, including representatives from some of the most prestigious retail organisations.”
More than 85% of commercial space has already been taken and stand allocation is due to start after 21 September. It will take place on a first come, first served basis. “There is still a fantastic range of stand space available and signing up as soon as possible puts companies in the running for one of the very best locations,” said James.
To find out more about exhibiting at BETA International, please visit the BETA International website, beta-int.com, or contact James Palmer, email firstname.lastname@example.org or telephone +44 (0)1937 582111.
BETA International is the world's leading trade fair for equestrian, country clothing, outdoor and pet products. The 2019 show takes place at the NEC, Birmingham, from 20 to 22 January.
AETA exhibitors had mixed views about the first show under new management.
Is twice a year too often? That was the question on many an exhibitor’s lips during last month’s AETA.
More than 150 companies participated in The American Equestrian Trade Association’s 2018 AETA International Trade Show on 11 - 13 August at the Greater Philadelphia Expo Center.
It was the first running of the market operating under new management. King Management Group was appointed by the trade association to run the AETA show earlier this year.
As usual, the trade only event hosted English and Western merchandise, plus the opportunity to network with industry experts and attend educational sessions.
But it was the lack of support from retailers that prompted questions about its frequency.
Shires Equestrian has exhibited at the January and August editions of AETA for more than ten years, and plans to return in 2019. But managing director Marcus Cridland pulled no punches: “They [the organisers] have a tough job on their hands. The biggest problem is getting enough retailers to support the show,” he said.
And Marcus’ solution? “I would say one show per year is enough, then maybe it would be better supported.”
Some sort of event - not just a party - that draws retailers to the show, was the constructive suggestion from Lida Bard at FITS Riding. Her ideas include the likes of a fashion show, demonstrations, even drafting in TV personalities.
“They need to really focus on how to get the retailers to attend and buy from the manufacturers,” added Lida, a regular AETA exhibitor since acquiring FITS Riding in 2015. And, yes, she plans to return next year.
Meanwhile, Stuart James at long-time AETA exhibitor SSG Gloves felt the organisers are “doing all they can do – all shows [find] it difficult to get attendance.
Two big names find an innovative way to reach consumers.
Joint supplement Cosequin Equine and saddle-maker Devoucoux are endearing themselves to eventing fans with a new sponsorship initiative.
The two companies are backing a live streaming service available to everyone from the upcoming International Plantation Fields Horse Trials in South Carolina on 20 – 23 September.
The three-star competition’s dressage, show jumping and cross country phases will be covered in full – with commentary and interviews in the mix too.
The organisers of this popular event, which traditionally attracts a host of top international riders, are also inviting local businesses to advertise in the program – and, more innovatively, volunteer to help during the horse trials.
It’s all good news for equestrian sport at a time when interest is sure to be heightened following this month’s World Equestrian Games on home soil in Tryon.
American medals won are bound to inspire new riders and younger ones to reach for new heights. Be ready for the gold rush, retailers!
British helmet brand agrees deal with American distributor.
British-made safety wear by Champion is to be distributed in the USA through Toklat Originals Inc.
Sarah-Jane Fedarb, managing director of Champion Manufacturing, said: “We are thrilled to partner with Toklat and have been impressed with their professionalism and highly regarded standing in our industry.”
Champion has recently extended its Evolution helmet range which is now available in three new styles, the Puissance, Pearl and the Diamond.
“This is a great time to expand the availability of the Champion brand in the USA,” added Sarah-Jane.
Champion helmets and body protectors have been made in Britain for 40 years. The family business is owned and run by the second generation of the Ayres family.
Toklat Originals Inc is best known for Myler Bits, Irideon Riding Wear plus its English and Western saddle pads manufactured in the USA. The company also distributes European labels Bucas, Roeckl, Woof Wear, Zilco - and now Champion.
Supplier celebrates half a century of innovation.
Shires Equestrian, the British company with a North American distribution hub, marks its 50th anniversary next month.
A regular AETA exhibitor, Shires will be back at the show next week showcasing its Spring 2019 product ranges, plus winter 2018 blankets.
Malcolm Ainge started the company in Pershore, England, when he borrowed some stock to sell at cattle markets and racecourse auctions. Today, Shires Equestrian has approximately 1,800 stockists worldwide.
Earlier this year, Shires was named Trade Supplier of the Year at the British Equestrian Trade Association (BETA) Business Awards for the second consecutive time. And Malcolm was presented with the BETA Lifetime Achievement Award.
Shires was born in 1968. Malcolm and his father-in-law Phil White kept hearing about the poor fit of some equestrian products then on the market – so set out to do better. They purchased a sewing machine and designed a pattern for saddlecloths, before moving on to blankets. Their offerings were soon selling across the UK and Europe.
By 1976, Shires had moved to a bigger factory in Bromyard, Herefordshire, England. The company grew to a staff of 40 and began employing machinists to produce large quantities of jute, New Zealand, wool and cotton blankets.
Today, Shires has a team of in-house designers and employs up to 400 people in its factory in China. With complete control over the design, raw materials and manufacture, Shires can make quality products affordable to all horse owners.
Shires is now a truly international company. As well as its UK headquarters in Herefordshire, and North American distribution centre and offices in Epping, New Hampshire, it has a base in Ireland.
Shires is still very much a family business. Malcolm remains involved as chairman; his son Stuart Ainge and nephew Marcus Cridland took over as joint managing directors at the beginning of 2017; his daughter Louise Ainge is marketing manager.
“I’m immensely proud to be marking this milestone with such a great team of individuals,” said Malcolm. “We’ve achieved such a lot and it’s all down to the hard work and dedication from everyone involved with the company.
“We feel very privileged to have been supported by so many loyal consumers over the years.”
In 2009, Shires Equestrian was awarded a Royal Warrant, granted by HM The Queen, as Supplier to the Royal Stables.
A company dedicated to best practice, Shires supports the World Wildlife Fund as a member of the Leather Buyers’ Platform which aims to increase awareness of the leather industry’s impact on the River Ganges and improve sustainability.
Equestrian sport also gets Shires’ backing via its sponsored riders. North American ambassadors include Emily Beshear and Selena Ohanlon.
Shires is looking to the future with recent launches such as its ARMA leg protection and Moretta footwear. Earlier this year, Digby & Fox brought dog products to the Shires’ stable while new clothing brand Aubrion embraces the outdoors with competition and casual wear collections.
• See Shires Equestrian at AETA (booth 1608). Industry leading booking discounts are available for orders taken at the trade show.
Next week sees the first show under the trade association’s new management.
More than 150 companies covering 400 booths are due to participate in The American Equestrian Trade Association’s 2018 AETA International Trade Show on 11 - 13 August at the Greater Philadelphia Expo Center at 100 Station Avenue in Oaks, Pennsylvania.
Operating under new management – King Management Group was appointed to run AETA earlier this year – organisers say this year’s show is set to be its biggest edition yet.
The trade only event (the show is not open to the public) enables attendees to view English and Western merchandise, network with industry experts and attend educational sessions.
“Retail buyers will have exclusive access to new industry products, and the opportunity to buy many of them on the spot from exhibitors at a discount,” said a spokesman for AETA.
Fresh packages to make professionally designed stands more affordable.
New stand options have been introduced for BETA International 2019.
Organisers report that the show, on 22 – 24 January at the NEC, Birmingham, is already 85% sold.
The new packages reduce the time and money it takes to build a stand from scratch. Companies already booked can switch onto the new formats.
“People often say to me that if they’re going to have a stand, they want to do it properly – and quite right too,” says James Palmer, sales manager.
“So we’ve come up with a way of enabling exhibitors to have really professional looking stands - with the hassle of build handled by us and all within a manageable budget.”
As well as the option to include stand creation in a booking for space, BETA International has deals for new, small and emerging companies, shell scheme stands and open space.
Exhibitors are automatically entered into the BETA International best stand awards. Entries for the fashion show, new product gallery and innovations awards are open to all companies that take stands.
The full BETA International stand options guide with prices can be downloaded here http://www.beta-int.com/images/stand-options-guide.pdf
Or call James Palmer on +44 (0) 1937582111 email email@example.com or visit www.beta-int.com
Newcomer is a rider with a passion for retail.
The Weatherbeeta Group in North America has appointed a new vice president of sales and marketing.
Jenny Super has previously worked for Dickies, Aramark, Hershey and PetsMart.
With a passion for the equestrian industry and helping develop brands in retail, Jenny is also a rider.
She reports to Doug Walker who has been promoted to president for Europe and North America.
A British company’s alliance with its American distributor is going from strength to strength.
Emerald Valley Natural Health of Exeter, New Hampshire, has handled British Horse Feeds’ US distribution for seven years.
British Horse Feeds manufactures the Speedi-Beet and Fibre-Beet equine feed brands.
Next month, Will I’Anson, director of the North Yorkshire, England based company, is to attend the AETA International Trade Show (11 – 13 August) at the invitation of Emerald Valley Natural Health.
Speedi-Beet and Fibre-Beet were recently approved to carry the British Equestrian Trade Association (BETA) EGUS feed assurance mark. The accreditation indicates their suitability for equines prone to equine gastric ulcer syndrome (EGUS) as part of a balanced diet.
“The scheme is a major step forward in identifying products that support a reduction in the incidence of EGUS and we are very pleased that both our leading horse feeds have met the strict criteria,” said Will I’Anson.
For more than two decades, Emerald Valley Natural Health has offered high quality, reliable equine herbal supplements, specialty feeds, treats and mashes.
“We specialise in providing healthy alternative feeds and supplements for horses with metabolic issues, Cushings disease and laminitis,” said Cheryl Price.
Emerald Valley is a member of the National Animal Supplement Council (NASC), certified to display the NASC Seal of Quality. The seal assures consumers they are buying a product from a reputable company that has successfully completed a facility audit.
Speedi-Beet and Fibre-Beet are low in starch and sugar, high in fibre and rich in pectins. It is these pectins that have been shown to strengthen and thicken the stomach mucus which in turn helps protect against high levels of stomach acid, says British Horse Feeds.
Additionally, both products have a high acid binding capacity which means they can soak up excess stomach acid and help maintain the stomach at the correct level of acidity. Fibre-Beet also contains alfalfa, which has been shown to have a high ‘acid binding capacity’ that can last up to six hours, even when fed alongside hard feed.
This supplier from the Emerald Isle is dipping its toe into the American market.
A new range of Irish designed socks – created by riders for riders – is new to the US trade.
California based Equisoc USA, the American distribution company for the brand, is managed by Damien Shields who’s Irish born and bred.
Originating from Dublin, Ireland, the socks are suitable for ladies, gents and young riders, says managing director Kevin Melia who will join Damian Shields on a stand at AETA in Philadelphia next month.
Each Equisoc pack contains two pairs of socks; one is elaborate and playful in design, the other more reserved yet eye-catching.
“The socks are quality made with breathable fabric and a thin calf weave for ease in a fitted boot,” explained Damien Sheilds.
“We had a great reaction from the BETA International show this year, and are gaining momentum in the market place, so Equisoc USA looks like it will make its mark at AETA too.”
Apparel specialist relocates to new premises complete with showroom.
FITS has moved to a new, larger headquarters. The apparel specialist remains located in Aiken, South Carolina.
Since purchasing the company in 2015, Lida Bard has rented office space in Aiken’s historic downtown. But those premises were quickly outgrown and more space was needed.
Now FITS has built and moved to its own 6,000 sq ft office and warehouse space, complete with a showroom.
FITS designs and manufactures technologically innovative products. The company has two USA patents and one EU patent covering the seamless crotch gusset that’s included in all its breech styles and its perforated, segmented leather full seat on its PerforMAX styles.
Other products include sun shirts, outer wear pieces, all-mesh four-way stretch show coats and compression breeches.
Following the move, FITS’ zip code and phone numbers remain unchanged. The company will be exhibiting at AETA.
US companies seeking a share of the global equestrian market can make their mark at BETA International from as little as £1,068 ($1,411)*.
The show's NewZone stands offer a highly effective platform for trade and business, and are designed specifically for new companies and those wanting to make their exhibition début.
A first port of call for many of BETA International's audience of top industry buyers, NewZones enjoy a fine reputation as a go-to location for new products, ideas and inspiration.
This entry-level stand provides the perfect exhibition solution, with 6 sq m of invaluable commercial space complete with carpeting, lighting and furniture. Everything has been carefully thought through and is ready-waiting and raring to go. Exhibitors only need to organise their graphics and product displays.
“NewZones are a fantastic opportunity for American companies to dip their toe in this extremely lucrative sector, where the UK equestrian share alone is valued at £4.3 billion,” says BETA International sales manager James Palmer. “We have a great range of NewZone stands available and options to suit all budgets.”
If you would like to find out more about exhibiting at BETA International, please visit the BETA International website, beta-int.com, or contact James Palmer, email firstname.lastname@example.org or telephone +44 (0)1937 582111.
BETA International is the world's leading trade fair for equestrian, country clothing, outdoor and pet products. The 2019 show takes place at the NEC, Birmingham, from 20 to 22 January.
* This conversion from sterling to US dollars is correct at time of publication.
An “affordable” new range of ASTM F1163-15/SEI certified helmets impresses at Kentucky.
Weatherbeeta Group, alongside its trade customer One Stop Equine Shop, launched a new collection of Dublin riding helmets at last month’s Land Rover Kentucky Three Day Event in Lexington.
The “stylish comfortable and affordable” Chevron, Jet and Opal helmets are priced from $32.99 to $59.99. They are ASTM F1163-15/SEI certified.
The Kentucky launch of this US helmet range coincided with BETA (British Equestrian Trade Association) Safety Week which Weatherbeeta Group supported with the introduction of new Dublin riding hats in the UK.
Doug Walker, general manager of Weatherbeeta Group, says that riders need the right tools to ride safely.
“In ours, and many other sports, there’s never been a greater focus on the dangers of concussion and the need for proper head protection,” he explained.
“A good fitting and safe helmet could save a life. And it needn’t be expensive. Dublin helmets are affordable for every budget and are ASTM F1163-15/SEI certified.”
Doug added that retailers can help promote rider safety too. “Tell your customers to replace their helmets after every knock to protect their heads. After all, our brains have to last a lifetime.’’
Kentucky visitors were able to try on the new Dublin helmets, with key account manager Madeleine Slack offering a fitting service during the event.
“The variety of fits and features ensured that all customers were able to walk away with a new Dublin helmet - and customers were impressed with the price of the product too,” she said.
The new Dublin Chevron, Jet and Opal are available in a variety of colors. They feature vents for breathability and a dial adjustment system for fitting.
The wearable, drug-free device – which owners can administer to their horses – is now available in the US.
English Riding Supply (ERS) has become the American distributor for ArcEquine, a therapy system being much talked about in Europe.
The microcurrent technology device for horses is wearable, drug-free and non-invasive. It’s designed for pain management and tissue repair.
ArcEquine is popular with European professional riders, trainers, owners, therapists and vets, although it requires no clinical training so can be used by all horse owners.
Microcurrent technology mirrors the body’s natural current. When injury occurs, ArcEquine kick starts normal functioning to assist with recovery.
New bridle range has added benefits for stockists too.
Noseband tightness and correct bridle fitting is a hot topic which Schockemöhle Sports has tackled head on with a new bridlework collection.
Select & Mix, from the German company’s well established Anatomic label, comes as separate components. So each horse’s bridle can be virtually made-to-measure.
Individually supplied nosebands, head-pieces, browbands and cheek-pieces co-ordinate in colour and shape to match perfectly. The end result is a seamless bespoke bridle.
Schockemöhle Sports’ Select & Mix works for stockists too. The separate bridle pieces are supplied in individual, high quality bags for effective retail display.
Indeed, helping a customer create a tailor-made bridle for a horse that had previously frustrated with its intermediate sizing means stockists can offer even more outstanding customer service.
Select & Mix nosebands and head-pieces feature anatomically pre-shaped nosebands and soft padding designed to suit sensitive horses.
All spare parts are offered in cob and full sizes.
Big buyers with large budgets make exhibiting at BETA International a hugely attractive prospect for US companies.
Around 4,500 of the industry's key movers and shakers looking for new and inspiring products arrive at this world-leading trade fair for three days of quality business and buying. Many are from large, multi-site retail chains or highly regarded independent stores.
Visitor figures are verified by Audit Bureau of Circulations (ABC), reflecting BETA International's commitment to transparency. This means that every visitor is counted only once, with no repeat entries ever included.
“BETA International is the professionals' one-stop-shop – a truly global event with a fantastic reputation,” said sales manager James Palmer. “We welcome more than 300 exhibitors each year and, thanks to our strong links with the equestrian industry in the US, this includes a growing number of American companies.
“BETA International 2019 will be our 40th show and we are extremely proud of this rich heritage and our rock-solid reputation. With favourable exchange rates and a large, captive audience of buyers, there has never been a better time for US companies to sign up to claim their share of this lucrative market.”
BETA International is the world's leading trade fair for equestrian, country clothing, outdoor and pet products. The 2019 show takes place at the NEC, Birmingham, from 20 to 22 January.
For further information on exhibiting, contact James Palmer, telephone +44 (0)1937 582111, email email@example.com or visit beta-int.com.
BETA Safety Week enjoyed a high profile presence at the Land Rover Kentucky Three-Day Event. This inaugural awareness-raising campaign devised by the British Equestrian Trade Association was represented at the CCI4* competition by two of the world's leading hat manufacturers, Charles Owen and Champion.
Both companies invited visitors and competitors along to their BETA Safety Week- branded stands for free riding hat and body protector checks as part of a drive to flag up the importance of safety gear and equipment that is correctly fitted, fastened and up to standard.
BETA Safety Week, which runs from 28 April to 6 May has become truly international with more than 60 US equestrian retailers joining their counterparts from across the UK, Ireland and mainland Europe to support the initiative, which encourages riders to visit their local stores to ensure that their safety garments are fit for purpose and ready for the season ahead.
Many top riders such as US showjumpers Laura Kraut and Beezie Madden have lent their backing and played a key role in BETA Safety Week's social media promotion. All 184 equestrian retailers taking part are included in a list of participating stores uploaded to the British Equestrian Trade Association's website, www.beta-uk.org.
On the Queen’s birthday, April 21, it was announced that British saddlemaker Fairfax Saddles has been awarded the Queen’s Award for Innovation. The Queen’s Awards are the top business awards in the UK and Fairfax Saddles is the only saddlemaker ever to be so recognised.
Though the award is based on the revolutionary Fairfax Performance Girth, which was developed to give Team Great Britain a performance advantage at the 2012 London Olympics, Fairfax Saddles is now renowned for its range of saddles, bridles, girths and breastplates, which are all handcrafted in Britain.
Fairfax products are developed with world-class elite riders and under scientific conditions to prove that they enhance the horse's performance, as was the girth. “No scientific data existed to show how much pressure an ordinary girth exerted on the horse, and how this impacted on its movement,” explains design director Vanessa Fairfax.
A combination of pressure mapping and gait analysis technology is used during product development and testing. The peer-reviewed papers resulting from the research work have been published in the scientific journals “The Equine Veterinary Journal” and “The Journal of Equine Veterinary Science”.
Vanessa Fairfax and her husband Rupert, co-owners of Fairfax Saddles, have been invited to Buckingham Palace for an awards reception in June.
Fairfax Saddles has enjoyed a close connection with BETA International since 1991.
BETA International sales manager James Palmer said: “We were thrilled to hear this great news and send our congratulations to Rupert , Vanessa and their team. Fairfax Saddles is highly regarded within the equestrian industry and its presence at BETA International is a fantastic reflection of the quality and craftsmanship available to our visitors.”
Riders of all levels and disciplines are invited to join Charles Owen and participate in BETA Safety Week from 28 April to 6 May. During the inaugural year of this event, equestrians around the world will have the opportunity to ensure that their safety gear is properly fitted and up to standard.
BETA Safety Week is taking place between two international CCI4* events: the Land Rover Kentucky Three Day Event (US) and the Mitsubishi Motors Badminton Horse Trials (UK). With top athletes performing on the world stage and riders around the globe starting the season in their respective disciplines, it is the perfect time for safety to be made a priority.
"It's an amazing initiative and I think there will be a lot of new material generated to help to get the message of safety across to riders," said Charles Owen Chairman Roy Burek. "The fact that it will cover almost 10 days is brilliant because it will allow this very important part of riding to get its due attention."
During the week, riders are encouraged to visit their local participating tack store to check that their current helmets and body protectors are up to standard and fitted correctly.
Charles Owen is joined by international organizations including The Pony Club, British Eventing and British Riding Clubs in celebrating BETA Safety Week. Top equestrians, including sponsored Airowear and Charles Owen sponsored rider William Fox Pitt and Charles Owen sponsored riders Beezie Madden, Laura Kraut, Nick Skelton and Charlotte Dujardin, have also committed to participating in what will be a landmark occasion for promoting a safer world.
The Western & English Sales Association (WESA) has been given a fresh, modern look.
The market organiser’s new look, such as a new website (www.wesatradeshow.com) and logo, are part of a significant re-branding package.
Since 1922, WESA has produced some of the largest markets in the industry.
“Naturally, the association has evolved throughout the years. With each market, WESA has modernized, as well as globalized,” said a spokesman.
“Now, WESA has emerged into an ever-growing, ever-changing international market that is attracting a global, multi-faceted audience of Western and English retailers, manufacturers and suppliers.”
While its representation has been updated, WESA’s mission and values remain the same.
Twice a year the American Equestrian Trade Association (AETA) tradeshow takes place at the Greater Philadelphia Expo Center in Oaks, Pennsylvania, USA with a goal to support and grow a strong equestrian industry marketplace. Their mission is to unite and advance the community of the equine trade business aiming to deliver education and bring together exhibitors and buyers across a three-day span. Following the success of the January tradeshow, Weatherbeeta Group intends on expanding their booth space at the upcoming August show.
Weatherbeeta’s Northern Hemisphere General Manager, Doug Walker supports increasing the size of the booth space to accommodate the new product introductions and the influx of buyers. “We had an excellent show in January. The WeatherBeeta ComFiTec range has created a stir and there’s a growing interest in Dublin and Collegiate as well,” says Walker” Walker believes the show is an excellent opportunity to showcase Weatherbeeta’s key brands and generate excitement about newly-launched products.
The company has designed a space that is inviting to buyers where they can come in and learn about the products first hand. The design of the new booth space is part of a long-term strategy to continue to showcase new products. Walker emphasizes that AETA is a show by the industry, for the industry. The ability to network with customers in person over the three-day span of the show is an opportunity you will not find elsewhere. Walker concluded, “AETA has worked extremely hard to improve the show and it’s priced very competitively while also being commercially good for our company. It’s an environment built solely upon cultivating relationships in the equestrian industry. Whether through scheduled appointments or walk-ins, companies at AETA have a three-day window to market their products and generate sales. “
The next AETA show will take place August 11-13,2018 at the Greater Philadelphia Expo Center where Weatherbeeta will not only showcase their latest products for the next upcoming season but will also host another media event with the largest American equestrian publications.
Re-live the atmosphere and meet the people behind the scenes via this video from January’s trade fair.
BETA International 2018 organisers have released a short film of the event.
With interviews, action clips and reaction, it’s a great way to re-visit the atmosphere of the show held at the NEC, Birmingham in January.
Sponsors, members of the press and organising team lend their opinions; while some famous faces can be spotted too.
BETA International returns to the NEC, Birmingham on 20-22 January, 2019.
Company named official supplier as its founder aims to compete at the world championships in Tryon, NC.
Horseware has been announced as the Official Equestrian Clothing and Blanket Supplier for the 2018 FEI World Equestrian Games (WEG).
Under the deal, the Irish based company has exclusive rights to produce and sell official WEG products during the championships in Tryon, North Carolina from 11 to 23 September.
“The brand will have significant vendor space onsite where attendees can purchase commemorative WEG merchandise and shop the full range of high-performance products offered by the brand,” say the organisers.
Horseware is producing the uniforms for all WEG staff and 3,500 volunteers, as well as awarding presentation coolers to each of the 850 participating horses.
Horseware’s founder Tom MacGuinness is aiming to ride on the Irish endurance team at WEG. He’s pictured with Sasha D’Allais, the mare on which he qualified by completing a 160km race in Spain last year.
"We’re delighted to be the Official Equestrian Clothing Partner for the WEG,” said Mr MacGuinness.
“We have had a long association with WEF [Winter Equestrian Festival] and this is an extension of that cooperation. We hope to bring truly special commemorative WEG clothing, as well as high performance fabrics for the staff apparel and prize blankets.
“We are very excited about this WEG and know it's going to be the best games ever."
Dressage competitors have been given the all clear to use some additional snaffle and Weymouth style bits.
More bits by Neue Schule have been declared ‘legal’ for use in USEF dressage competitions.
The British company’s Turtle Top with Flex Snaffle, Turtle Tactio with Flex Snaffle and Turtle Tilt Weymouth have received official approval from the USEF Dressage Sport Department.
The new rulings, which became effective on 20 February, reflect FEI [international] equipment regulations already in place.
Neue Schule bits are uniquely made from Salox Gold. Thanks to its high thermal conductivity, this material warms quickly to the temperature of the horse’s mouth.
Mette Larsen of Metlar is Neue Schule’s US distributor.
Leading British brands such as Gatehouse and Mark Todd can be shipped directly to US stores.
UK based wholesaler Trilanco has appointed a new international team to support its overseas distribution of equine, pet and agricultural products.
“Our international strategy was accelerated when [earlier this year] we became the exclusive trade distributor for Westgate EFI brands including Gatehouse and Mark Todd,” said Marylise Silk, head of international business development for Trilanco.
The wholesaler is in the early stages of developing a product catalogue specifically for its international customers, added Ms Silk.
North American trade orders are typically fulfilled by Trilanco via airfreight.
“This is the quickest and most efficient method of transporting goods overseas and is fully trackable,” said marketing manager Michelle Worrall.
“We can look at other shipping services to help meet US customers’ preferences. Customers can also arrange for their own courier to collect orders,” she added.
Alongside Marylise Silk, Trilanco’s new international team comprises international sales executive Danielle Jones, and international sales co-ordinator Rona Jones.
Michael Moore is responsible for overseeing the dispatch of Trilanco’s international consignments. He is supported by a growing number of warehouse operatives who pick and pack orders to be sent overseas.
“We want to keep growing in smart ways and establishing a new team to drive our international wholesale business is an invaluable asset,” said managing director Martin Balmer.
Trilanco exhibited at Global Pet Expo in Florida last month.
The company offers retailers more than 250 brands and over 22,000 products from leading manufacturers.
Last year Trilanco opened a $9.9 million, purpose-built warehouse at its Wesham, Lancashire, UK headquarters.
An attorney becomes executive director as the trade association’s board hires a new team.
King Management Group (KMG) has been appointed to run the American Equestrian Trade Association (AETA).
Abingdon, MD based KMG was founded in 2012 by Steve and Jackie King. The company specialises in managing not-for-profit organizations.
Ms King, now AETA’s executive director, will liaise with the trade association’s board headed by president Sharon Perrin.
An attorney, Ms King has held executive roles with the American Veterinary Distributors Association (AVDA) and Secondary Materials and Recycled Textiles Association (SMART).
Heather Lester has become AETA’s director of meetings and member services.
Also on the new team are association coordinator Casey Joseph and financial director Debbie Dacre.
The Trade Suppliers Directory (TSD) is the perfect way to keep American retailers in touch with suppliers from around the world, including the UK, US and Canada. Owned and published by the British Equestrian Trade Association (BETA) Group, this fantastic directory is hot off the press and raring to go with its revised and updated 2018 edition.
Packed with more than 2,000 entries and divided into 250 handy categories, the TSD is a highly accessible hotline to the people behind the brands and products. It has led the way for more than 30 years as the ultimate reference guide for the equestrian, pet, country and outdoor sectors – and is ideal for keeping behind the counter or on your desk as an office-based resource.
Companies in the US can buy their copy for only £22.50 by ordering here or contacting Jennifer Dalton in the EMC office, telephone +44 (0)1937 582111 or email firstname.lastname@example.org.
BETA International continues to forge strong links with the American equestrian industry as companies and retailers from the United States take their place at this unmissable global business and buying event.
Favourable exchange rates, the opportunity to develop export potential and the UK's tempting £4.3 billion equestrian market have led to an increase in American interest. Back in January, BETA International welcomed some of the United States's leading equestrian companies to its 2018 show and some of them have already booked their place for next year.
We pitched a set of questions to three of them – Absorbine, Life Data Labs and Majyk Equipe – to find out just what they thought about their BETA International experience this year and why they had taken the decision to exhibit in 2019.
Laurie Klafeta, Absorbine: We have exhibited for several years as part of our support programme for global distribution. The show provides an excellent opportunity for us to meet with our UK and European distributors in a friendly and relaxed atmosphere. It also allows us to showcase our entire range of products to both distributors and retailers, and gain valuable feedback.
Laurie Klafeta, Absorbine: Our UltraShield Fly Mask, which has been completely redesigned, incorporating technical fabrics to keep horses cool while protecting them from insects and UV rays. We also introduced new CoolDown After-Workout Rinse – it has a fabulous scent and really helps horses to relax as they cool down.
Beverly Pollington Sirjami, Majyk Equipe: We were pleased to be able to make plenty of sales presentations and lots of retailers stopped by.
Exhibitors reflect on the first of two 2018 AETA trade shows.
The January 2018 edition of AETA took place at the Greater Philadelphia Expo in Pennsylvania.
Many brands used the biannual show to showcase their autumn/winter 2018 collections; while retail buyers used the opportunity to meet, network and place orders for the coming season.
The winner of the Best Small Booth award was B//Vertigo. The accolade for the Best Large Booth went to Nunn Finer.
Quality rather than quantity of visitors was what struck Peter Phillips of British exhibitor Abbey England.
“AETA has always been a good show for us but it seemed quieter than usual,” he said. “However, there were serious customers who were buying and we came away with a good order book. We also made a couple of good new contacts and that’s really what it’s all about.”
Weatherbeeta increased its booth space, enabling it to showcase new products from its WeatherBeeta, Dublin, Collegiate and Kincade brands.
“For both new and returning customers, there was a positive reaction to the ranges,” said Jessica Manson, Weatherbeeta’s US sales director.
On the Sunday, Weatherbeta hosted a media event. Equestrian publications were invited to see the latest products and meet the sales team. Food and refreshments were available too.
More stores need to support AETA, according to Marcus Cridland of Shires Equestrian. And he wasn’t the only one reflecting that view now that the American Equestrian Trade Association (AETA) owns and runs the trade fair.
“The show suffered from the usual lack of support from retailers which is disappointing, especially when you consider the effort and expense that exhibitors invest,” he said.
“On the upside, those retailers who did attend seemed happy to order and overall the show ended quite well for us. There seemed to be mixed thoughts from exhibitors, but a decent number said they had a good show as well.”
Marcus confirmed that Shires Equestrian will be attending the August AETA.
• The next AETA is on 11-13 August at the Greater Philadelphia Expo.
Fresh from AETA January, exhibitor and wholesaler John Nunn of Nunn Finer Products ponders the future of trade shows.
Wow, what’s one to say about AETA January show held at The Oaks, Pennsylvania the week following BETA International?
For those of us who remember the early 90s, when vendors then would say “it’s not the show it used to be”, it’s clearly not the show it was even in the 90s and throughout the 2000s!
The only blessing now is that, as an exhibitor, you’re not taking up your time with retailers who are not really true retailers and so you can’t get to the important retailers who are standing waiting for you to get done talking to someone that isn’t going to buy anyway.
What we do find is that the aisles are three-quarters empty - but the retailers that are there are actually buying. Maybe a bit more conservatively than previously, but they are writing orders and seem to be rewarding the wholesalers that are bringing new products to the table.
The word is that about 275 stores attended AETA January. I really don’t know how that sizes up to other years, but it seems pretty close.
At the show, it’s fun to hear various views on counteracting the changing environment we’re all facing.
There are more in-store ‘trunk’ shows – to which local trainers are invited to see what’s new - some nights having three or four different manufacturers’ reps coming in to show off the new stuff. Then there’s the retailer starting up a small mobile store and heading out to the local shows. It all goes to prove that you have to go out and get business even more than ever before.
Back at AETA, wholesalers generally reduced their booth spaces in order to cut costs; I doubt it really hurt them. My company kept the same size, which I think is the right thing to do currently. However, I can’t say that I overdid it to begin with; I’ve always been a bit frugal with the space!
I could probably name off the top of my head eight wholesalers that didn’t show up at all. They may have decided to show only once a year. Remember, we have a spring and a fall show, so both shows don’t work for everyone.
The issue with trade shows nowadays is that we, as wholesalers, give the stores no real reason to go, especially in harder times. We all produce full color catalogues, beautiful websites and have sales reps traveling in and out of their doors several times per year.
There has to be some sort of a dollar saving, and in a lot of cases there is. Besides that, AETA has done a super job, even giving out tickets that offset your hotel expenses and providing free dinner for everyone.
Having a trade show in a wintery environment doesn’t help. But the facility is contracted and, until the contract expires, AETA can’t head off to that warm, tropical winter show that might or might not help it. It’s hard to say.
So do I have the answer? Heck no… I only wish I had that crystal ball that was going to tell us the future of trade shows. Fall 2018 AETA here we come!
American companies planning to exhibit at BETA International 2019 are being urged to book by 2 March to secure significant savings.
“Companies will need to act fast to beat the deadline, which is now only a day away,” said BETA International sales manager James Palmer. “Those that do can take part in our popular early-commitment scheme, which, when combined with our prompt-payment plan, can deliver savings of 7.5% net on the cost of stand space.” *
To qualify, companies must book space by 2 March, pay a deposit by 21 September and the balance in full by 9 November. All discounts are made in the form of a rebate payment during March 2019.
“The show offers American businesses the perfect opportunity to reach out to new audiences and develop their export potential,” added James.
BETA International is the world's leading trade fair for equestrian, country clothing, outdoor and pet products. The 2019 show takes place at the NEC, Birmingham, from 20 to 22 January.
For further information on exhibiting, contact James Palmer, telephone +44 (0)1937 582111, email email@example.com or visit beta-int.com.
* T&Cs apply
The brand is creating a collection to empower Canadian competitors across eight horse sports ahead of this summer’s World Equestrian Games.
Noel Asmar Equestrian is continuing its partnership with Equestrian Canada (EC) as the Official Apparel of the Canadian Equestrian Team (CET) for the 2018 FEI World Equestrian Games (WEG).
“WEG is an amazing opportunity to work with riders in a wide range of disciplines, each with their own unique story and inspiring journey,” said Noel Asmar, president and CEO of Asmar Equestrian.
“We’re excited and truly proud to be designing styles that will empower the team and create a national unity across the disciplines.”
As the Official Apparel of the CET, Asmar Equestrian will dress team athletes, grooms and support personnel as they represent Canada in the eight FEI disciplines of dressage, driving, endurance, eventing, jumping, para-dressage, reining and vaulting.
WEG 2018 is on 11-23 September, 2018 at the Tryon International Equestrian Center in Mill Spring, NC.
EC president Meg Krueger said she was “thrilled to continue this exciting partnership. The quality and reputation of Asmar Equestrian is internationally renowned, and has put Canada on the map as a top producer of equestrian and lifestyle apparel.
“We look forward to continuing to provide our athletes with a cohesive look that fosters the ‘one team’ philosophy across all disciplines, and elevates CET brand recognition.”
British made saddlery is among the best in the world. But why does this traditional industry still revolve around a town in the heart of England?
Walsall is world famous when it comes to saddlery manufacturing.
In the workshops scattered around the town, the latest generation of leather workers uses skills that can be traced back to the 16th century.
Tanneries were sited along the major tributaries of the River Fleam, which flows through the English Midlands, in the early 1500s. But it was not until the 18th century that Walsall began to take shape as a center for the leather trade.
By 1813, there were six bridle-cutting firms operating in Walsall as well as seven curriers who dye and color the leather ready for manufacturing.
By the end of the 19th century, lorinery - the manufacture of the metal components of equestrian equipment - ranked alongside Walsall’s other major industries.
So why did Walsall become a hub for the leather trade? The answer lies in the town’s geography… All the raw materials needed to produce leather were close by.
Hides were easily obtainable due to the abundance of cattle grazed on the lush pastures of local counties South Staffordshire and North Warwickshire. The lime needed to remove the hair from the hides was excavated from the lime pits of nearby Rushall. And oak bark, a tanning agent, was available from the adjacent Cannock Chase or Forest of Arden.
Although the saddlery products have evolved over the centuries, the history of the Walsall leather industry is one of continuity rather than change. The town’s concentration of skilled leather workers has ensured the town’s reputation for high quality leather goods. Pride in British craftsmanship is a recurring theme.
Frank Baines, a 70 year old Master Saddler and Fellow of the Society of Master Saddlers, has spent a lifetime in Walsall.
“Like so many of the people here, I became interested in the industry due to family connections,” he says. “My grandfather talked me into following his footsteps and I never looked back. The time, effort and skill that the craftspeople of Walsall put into making a saddle really does need to be recognised – it is second to none.”
After some 55 years in the trade, Frank handed over his business to his son Garry and daughter Victoria. And he sees a bright future for others coming into the British saddlery industry.
“There are plenty of opportunities today for people wanting to enter the trade. Once qualifications are gained and apprenticeships complete, it is still very much possible today to set up a business to be proud of,” he says.
“The quality of British made saddles, bridles and other leather goods remains at the forefront of everyone involved in the sector.”
• With thanks to information supplied by The Society of Master Saddlers. To find out more visit www.mastersaddlers.co.uk
A renowned horsewomen proves she knows a thing or two about fitting riding helmets.
Lisa Goretta of Ohio based Big Dee’s Tack & Vet Supply has been named Charles Owen Helmet Fitter of the Month.
Lisa has been in equestrian retail for three decades and has had horses – starting in the hunter ring and then transitioning to dressage – for almost 50 years.
She is also a USEF Dressage Technical Delegate and was a steward at the 2016 Olympic Games in Rio.
At Big Dee’s Tack & Vet Supply, Lisa ensures that all of the store’s employees are fully qualified in proper helmet fitting.
She also works with local riding clubs and helps educate ride leaders on correct helmet fit.
American farriers are working with fellow professionals from the UK under a new initiative.
Significant savings are on offer to companies planning to exhibit at BETA International 2019. But don’t delay…
BETA International organisers have a discount plan for exhibitors who book early for next year’s show.
But companies need to act soon. The booking deadline is 2 March to take advantage.
Exhibitors can save themselves a total of 7.5% net on the cost of their stand space by using the combined early commitment and prompt payment schemes. (Terms and conditions apply.)
In order to qualify:
• Space must be booked by 2 March
• Deposits must be paid by 21 September, and
• Full payment made by 9 November.
Eligible exhibitors will receive their discounts in the form of a rebate payment made during March 2019.
BETA International 2019 takes place at the NEC, Birmingham, on Sunday to Tuesday, 20 - 22 January.
To find out more about exhibiting, contact James Palmer, tel +44 (0)1937 582111, email firstname.lastname@example.org or visit www.beta-int.com
BETA International 2018 certainly lived up to its reputation as the unmissable trade buying event for equestrian, country clothing, outdoor and pet products as it welcomed 4,044 visitors* and almost 300 exhibitors from across the UK and overseas to the NEC, Birmingham from 21 to 23 January.
The brightest and very best new products were celebrated in the Innovation Awards – leading industry accolades – during BETA International 2018, at the NEC, Birmingham, on Sunday 21 January.
With only weeks to go until BETA International 2018, retailers in the US are being encouraged to pre-register for a free visitor pass to the show. Securing attendance will allow them to join industry counterparts from across the globe and put them first in line for some of the world's finest, most innovative and inspirational new products.
A British saddle brand owner is making the gesture to American saddle fitters visiting BETA International.
As American and Britain unite to celebrate the engagement of HRH Prince Harry and Meghan Markle, polo themed products could be in high demand next year. Here’s why…
A well-known British wholesaler is to present informative talks on its stand at BETA International 2018.
Network or relax; the choice is yours as BETA International organisers lay on after-hours drinks and nibbles for everyone.
Equestrian non-profits invited to attend free launch at trade show.
Great exchange rates and a huge selection of exclusive show offers can really help US companies to offset the cost of visiting BETA International and allow them to take their place at this global industry gathering.
Innovative ranch and garden range available across North America.
The Society of Master Saddlers is offering training to saddle retailers and equine professionals.
Helping horses live comfortably into their golden years is the aim of a new supplement
Organisers have just announced some of the new names and returning exhibitors for the 2018 trade fair.
A North Carolina based distributor reports a surge in retail orders for socks to complete traditional Scottish outfits.
A new movie with an equestrian theme is set to delight horse lovers of all ages.
Companies wishing to secure a presence at BETA International 2018 are being reminded of the show's Prompt Payment Rebate Scheme, a money saving initiative designed to reduce and spread the cost of exhibiting.
A US Equestrian sponsor has extended its support to encompass equine pest control.
An established saddle fitter plans to offer all-round tack consultancy to her local equestrian community.
California’s Sonoma Horse Park will be more stylish than ever later this month, thanks to a new partnership just announced.
More English exhibitors than ever will join their Western counterparts at a Denver trade show from tomorrow (8 September).
ETN spoke to exhibitors at the Greater Philadelphia Expo Center on 12 – 14 August where AETA has a new organizing team in place.
An equestrian trade show due to be held this month has been called off, despite its experienced organisers “trying everything.”
A company has been firing up new furnace capacity its 180 year old foundry to create brass giftware.
A new partnership is set to foster even stronger connections between a popular brand and the equestrian community.
Kerrits Equestrian Apparel has announced a new partnership with e-commerce holding company Tenth Avenue Commerce (TAC).
Kerrits’ founder and CEO Kerri Kent, the company’s management team and staff remain in place.
“We’re now able to invest more in building deeper relationships with our customers and move forward with several new initiatives,” said Kerri of the new partnership.
TAC invests in leading brands across various industries, bringing its expertise in data-driven digital marketing to each partnership.
“We’re committed to collaborating with a company who strives to produce their goods in the US and has such a deep connection with their customers,” said TAC’s CEO Michael Chapin.
“We look forward to working with the current staff at Kerrits to help the brand grow.”
Founded in 1986, Kerrits is based in the Columbia River Gorge. The company is a member of the Equestrian Land Conservancy, uses ethically produced fabrics and manufactures the majority of its products in the US.
TAC, an affiliate of Tenth Avenue Holdings, is based in New York and Connecticut.
Founded in 2011, TAC owns and operates From You Flowers, Eve’s Addiction, H. Bloom, Brook & York, Send Flowers and Social Media Link.
The co-owner of a saddlery store has been praised for her contribution to rider safety.
Patty Cameron of Gallops Saddlery has been named Charles Owen Helmet Fitter of the Month.
Patty has co-owned the Tigard, Oregon store with Diane Snow for 18 years.
Charles Owen commended Patty’s dedication to ensuring that each of their customers leaves the store with a safe, well-fitted helmet.
The sight of New York police officers riding in a certain style of saddle is boosting retail sales across the USA.
With an international airport on its doorstep, American companies have easy access to the world’s leading B2B show for the equestrian, country clothing, outdoor and pet product sectors.
HOW POLO BELTS INSPIRED A LIFESTYLE BRAND
British royal Princes William and Harry love the game – and now polo themed accessories are being snapped up by retailers across the US.
Luxury South American inspired lifestyle brand pampeano has seen sales rocket by 328% following its US debut earlier this year.
Its expertly hand-crafted leather pieces can now be found in 14 cities across the country.
pampeano's pieces can be recognised by Aztec pampa diamond patterns hand-woven on leather using wax-dipped saddlery threads.
First seen on pampeano’s leather polo belts, the theme carries through to its bags, wallets, washbags and keyrings.
Pampa diamonds represent the peaks and troughs of the Andes Mountain range.
Award winning retailer signs off after a career in which she’s helped make riders safer.
BETA International 2018 sponsors